10 keys to great client service

Research based on 240 in-depth interviews with corporate counsel conducted by the BTI Consulting Group concluded that 53 percent of clients are willing to replace their primary law firm with a competitor who delivers better value, superior client service, and greater flexibility or a more innovative approach.

How do you measure client service? How can you avoid being replaced? There are no easy answers, since client service is measured in the eye of the beholder. However, consider the following 10 variables as key components to great client service for any industry, client or individual:

1. Ask the right questions. Make it a point to understand your clients’ goals and the particular timing of their problems, and provide solutions that specifically match their requests.

2. Be a great listener. Your clients should never be disappointed if you have listened to their needs, responded timely, set clear and realistic expectations, and based your delivery on those promises.

3. Be proactive. Think around the corner and outside the box. Bring potential issues and opportunities to a client’s attention early and often.

4. Manage expectations. Clearly explain what you will do for your clients and be up-front and transparent about how you plan to communicate with them — and about your fee schedule — throughout the matter.

5. Quality of work. This is an obvious but critical piece of the equation. Get lax and the trust factor is gone and almost impossible to regain.

6. Show your face. Walk around the facilities and meet your clients’ colleagues. Be more than just a name on the other end of an email. Provide complimentary educational presentations for the legal staff at which they have the opportunity to ask questions off the clock.

7. Make introductions. Always look for additional ways to add value to the relationship by introducing clients to a firm or personal contact that can help them solve a problem or further an initiative.

8. Follow industry trends. Keep up with the world in which the clients live and the obstacles they face. Great lawyers are trusted advisors who understand the broad industry issues facing their clients.

9. Understand budgetary parameters. Be able to relate to the internal pressure your clients face from a budgetary structure. Take time to learn about their budget limitations and discuss how to best tackle the matter with respect to their financial situations.

10. Solicit feedback after matters close. Survey or interview your clients to learn what they like and dislike about doing business with your firm, what sets your legal services apart from competitor firms, and where you can improve your services.

By remembering those 10 keys to better service, you will not only strengthen your relationship with your existing clients, you’ll also likely receive referrals — the real payoff that demonstrates you’re doing the right things.

Matt Prinn is an associate director for business development at K&L Gates and is a past president of the Legal Marketing Association – New England Chapter. He can be reached at matt.prinn@klgates.com. Katie Reagan is an area development manager at Holland & Knight and is the LMA – New England president-elect. She can be reached at katie.reagan@hklaw.com.